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The Columbia University Libraries reserve the right to refuse to accept a copying order if, in its judgement, fulfillment of the order would involve violation of the copyright law. Author: Woman's world Title: Watseka, Place: Chicago Date: [1914] ^S -6l-^^ \c -fe MASTER NEGATIVE # COLUMBIA UNIVERSITY LIBRARIES PRESERVATION DIVISION BIBLIOGRAPHIC MICROFORM TARGET ORIGINAL MATERIAL AS FILMED - EXISTING BIBLIOGRAPHIC RECORD BUSfNKSS 256,1 v;84 L Yeoman's world. Y/atceka, 111. 49 p. illus. Chicaf^o , ' V»oman ' s v.'-or Id cl9 1- t 23o- cm. Preface sirned: V.'alter \i. llanning. Oil cover: An advertising man's explorations at home in the interest of advertisers. n RESTRICTIONS ON USE: TECHNICAL MICROFORM DATA FILM SIZE = 36 f*\ry\ DATE FILMED: TRACKING # : REDUCTION RATIO: a IMAGE PLACEMENT: lA IIIA IB IIB ^l^hs" INITIALS: VvI'na/ /^Sff a^sg FILMED BY PRESERVATION RESOURCES, BETHLEHEM, PA. INTENTIONAL SECOND EXPOSURES DUE TO PHOTOGRAPHS OR FADE CHANGES S\a J^/ A 'V? > CD O O m -n O O CO X tsi 3 3 > o m CD O OQ en X < X o: V^ .-v^ At' .-?/ a? #,> ^ ^«. a %P0 lO o o 3 3 Ui o 3 3 o o 3 3 en O FT ■" lo 11^ i^ o 00 b ro I ro bo In 1.0 mm 1.5 mm 2.0 mm ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghi|klmnopqrstu«wxyzl234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyzl234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 2.5 mm ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 V <> ^^^' & lo ^o ¥* f^ ^i^ ^ *^' .^^ <- '^r =& ip ^c. fp m O O Tj m Tj > C CO I 73 ^ 0(/) ; m 3D O m r f? % c^ 4^ 3 3 1^ 3 — II 1° ■< ai 8 3 C i9 s .* > ■ ^tse tii^^k.-' > ^^Rf ^4 ^'^S^B^I^^^^^^^^^^^I^Hiv ^1 ey^ adrerfk EXPLOR 1 '- ^■I^^^IJ^^K^ ^H AlHC in the inte A "■ — kani mans Know, VIE 'est of ADVERTISERS ? ,^<1 Colmnlna I * • / ■ • t < I • • i I • » 1 • I 0- Foreword THIS is the tale of an Illinois town of 2,500 souls (a city the people call it, because it has a Mayor and city govern- ment) discovered in the explorations of an Advertising Director. Many Watseka people told us that their town was extraordinarv— their land the won- derful black soil which works overtime, and their people the salt of the earth— but they were prejudiced. The census man called it an average of the thousands of other Watsekas scattered through the country, and so we print its story. To those who wish to read about dis- tinctive people or the extraordinary town, this book will not appeal. It is a simple narration of the common people who live in Foreword the country— the kind that Lincoln said God must love because he made so many of them. To those who lived in some far-oif Watseka in other days, this little book may bring back a thought of Auld Lang Syne. To those whose opinions of the country and its people come from an occasional sum- mer vacation, there may be something to instruct and amuse. To those whose business needs compel them to use the small town magazine com- mercially and who have heretofore relied up- on the city copy- writer to tell their business story, there will be some food for thought. Watseka itself is unimportant, but the 68,000,000 population which furnished the numberless other Watsekas spell business opportunities for you and are worth going after WALTER W. MANNING Contents Foreword Watseka Location Population Occupation Crops Land Taxes Local Government and Politics Public Conveniences and Improvements Public Institutions Merchants J. A. Sandiford: "The Busy Grocer" Taliaferro: Cash Grocery The Cyrus Hardware Company E. B. Elder: Drugs, Talking Machines and Cameras Julius Sapiro: Dry Goods L. B. Segur: Furniture Joseph Fanyo: Ford Dealer Star Moving Picture Theatre 1 1 3 3 5 6 6 8 12 13 15 19 20 22 24 Contents Clark & Litell : Restaurant Subscribers What They Read Where They Buy Dr. Harter: A Subscriber The Beveridge Players The City Marshal The Watseka Market Woman's World Subscribers in Watseka, III The Mayor's Letter Index 25 26 28 29 31 32 35 36 45 47 List of Illustrations Main Street, Watseka Watseka Town Hall Watseka High School The Iroquois Hotel Sandiford, "The Busv Grocer" Dick's Jewelry and Optical Store Taliaferro's Cash Grocery Cyrus Hardware Store Elder's Drug Store Blake's Drug Shop Sapiro's Dry Goods Store Segur's Furniture Store Upsall's Jewelry Store Hogles Toy Store "The Movies" The Iroquois Club Title Page 1 3 4 8 11 12 14 17 18 19 •21 22 23 24 27 I Lincoln Highway in Watseka Tom Harper, The City Marshal Residence of Mrs. Frank Fanyo Residence of Mrs. Frank Gilbreath Residence of Mrs. E. C. Hamilton Residence of Mrs. T. Henning Residence of Mrs. M. H. Peters Residence of Mrs. Mary Rhoades The Mayor's Letter SI 88 37 38 39 40 41 42 45 WATSEKA ILL PI nfeadaE BSSOM *: I W A T S E K A TOWN HALL WATSEKA ILL. LOCATION WATSEKA is 77 miles south of Chicago, and 12 miles from the western boundary line of Indiana. It is reached by the Chicago & Illinois Central or the Topeka, Peoria & Western Railroad. POPULATION Watseka has a population of 2,600 (800 families), and is one of many towns in Illinois having a pop- ulation of between 2,000 and 3,000. There is noth- W A T S K K A T () \V \ H A I. L WATSEKA ILL. LOCATION WATSEKA is 77 miles south of Chicago, and 12 miles from the western boundary line of Indiana. It is reached by the Chicago & Illinois Central or the Topeka, Peoria & Western Railroad. POPULATION Watseka has a population of 2,600 (800 families), and is one of many towns in Illinois having a pop- ulation of between 2,000 and 3,000. There is noth- s WATSEKA I LL. ing about it to distinguish it from any of the others except that it is the County Seat of Iroquois County. Of the 800 famiUes, 600 are American— native born; 120 are French; and 80 are German— all be- ing thrifty, hard-working people. OCCUPATION The people of Watseka are engaged in farming, with the exception of 34 local merchants, 16 lawyers, 7 physicians and one public stenographer. There is no employment agency in the town, and the Town Marshal states that there are less than 25 housemaids for the 800 famiUes. CROPS The farmers are chiefly engaged in raising corn and oats, hogs and cattle. LAND Farming land is worth $225 to $250 per acre, and is the rich, black land which characterizes the best corn belts. The farmers find that they obtain the best results by rotating the crops, planting corn one year and oats the next. [ 2 ] WATSEKA ILL WATSEKA'S HIGH SCHOOL TAXES The tax rate is $30.00 per thousand, but the assess- ment is about two-thirds of the assessed valuation, making the rate $20.00 per thousand on actual valuation. LOCAL GOVERNMENT AND POLITICS The city government is elective, and is composed of the Mayor (Mr. J. W. Upsall), six aldermen, city clerk, city attorney, city treasurer, city collector, city plumber, police magistrate, and an assessor for each township. The City Marshal (Mr. Thomas Harper, of whom [ 3 ] WATSEKA ILL. ing about it to distinguish it from any of the others except that it is the County Seat of Iroquois County. Of the 800 faniihes, 600 are American— native born; 120 are French; and 80 are German— all be- ing thrifty, hard-working people. OCCUPATION The people of Watseka are engaged in farming, with the exception of 34 local merchants, 16 lawyers, 7 physicians and one public stenographer. There is no employment agency in the town, and the Town Marshal states that there are less than 25 housemaids for the 800 families. CROPS The farmers are chiefly engaged in raising corn and oats, hogs and cattle. LAND Farming land is worth $225 to $250 per acre, and is the rich, black land which characterizes the best corn belts. The farmers find that they obtain the best results by rotating the crops, planting corn one year and oats the next. [ 2 ] WATSEKA ILL WATSEKA'S HIGH SCHOOL TAXES The tax rate is $30.00 per thousand, but the assess- ment is about two-thirds of the assessed valuation, making the rate $20.00 per thousand on actual valuation. LOCAL GOVERNMENT AND POLITICS The city government is elective, and is composed of the Mayor (Mr. J. W. Upsall), six aldermen, city clerk, city attorney, city treasurer, city collector, city plumber, police magistrate, and an assessor for each township. The City Marshal (Mr. Thomas Harper, of whom [ 3 ] W A T S E K A ILL. THE IROQUOIS HOTEL more anon) is appointed by the Mayor and draws a salary of $900 per year. Local politics are non-partisan, and the Mayor is invariably selected for his character as a citizen from the standpoint of fitness and efficiency, length of citizenship, etc., and no one of the bar sinister has gotten by as Mayor in this burg for a great many years. The town has been dry since May, 1903, and no liquors are sold lawfully — the only exception being when the occasional stranger from a nearby town [ 4 ] WATSEKA ILL. boot-legs the sale of redeye in a basement or an alley. There hasn't been a murder or a robbery in the town for years, and in 1913 there were but 90 ar- rests, and those almost entirely were drunks. PUBLIC CONVENIENCES AND IMPROVEMENTS Watseka is on the Chicago & Illinois Central and the Topeka, Peoria & Western Railroad — or, as the natives would say, the "Teapot." There are 24 trains entering the town daily. The water is pumped from artesian wells into a standpipe 110 feet high, and is distributed to 85% of the homes in the town. The town also has a sewer system and electricity — day and night service. 500 of the 800 families in Watseka have their houses wired for electricity; 590 have residential telephones; and 123 have commercial telephones. Practically all the streets are macadamized. There are 92 automobiles in the town proper, and approximately 150 in all, taking in the R. F. D. routes within a radius of seven miles from the center [ 5 ] W A T S E K A ILL. THE IROQUOIS HOTEL more anon) is appointed by the Mayor and draws a salary of $900 per year. Local polities are non-partisan, and the Mayor is invariably selected for his character as a citizen from the standpoint of fitness and efficiency, length of citizenship, etc., and no one of the bar sinister has gotten l)y as Mayor in this burg for a great many years. The town has been dry since May, 1903, and no liquors are sold lawfully — the only exception being when the occasional stranger from a nearby town [ 4 ] W A T S E K A ILL. boot-legs the sale of redeye in a basement or an alley. There hasn't been a murder or a robbery in the town for years, and in 1913 there were but 90 ar- rests, and those almost entirely were drunks. PUBLIC CONVENIENCES AND IMPROVEMENTS Watseka is on the Chicago & Illinois Central and the Topeka, Peoria & Western Railroad — or, as the natives would say, the "Teapot." There are 24 trains entering the town daily. The water is pumped from artesian wells into a standpipe 110 feet high, and is distributed to 85% of the homes in the town. The town also has a sewer system and electricity — day and night service. 500 of the 800 families in Watseka have their houses wired for electricity; 590 have residential telephones; and 123 have commercial telephones. Practically all the streets are macadamized. There are 92 automobiles in the town proper, and approximately 150 in all, taking in the R. F. D. routes within a radius of seven miles from the center [ r, ] W ATSE KA ILL. of the town. About half of these automobiles are Fords, and the balance are about evenly divided among Maxwells, Buicks, Metzs and Overlands. PUBLIC INSTITUTIONS The Superintendent of Schools gave us the infor- mation that Watseka has three schools besides a High School, accommodating 5^5 school children in all. There are approximately 200 children under the school age— six years. The town has a library, a hospital, six churches, three national banks, two moving picture houses, two weekly newspapers (the Watseka Republican and the Times-Democrat), and one club with a re- stricted membership which is a badge of social dis- tinction in the town. An interesting thing about Iroquois County, in which Watseka is located, is that every blind per- son is pensioned. MERCHANTS The merchants of Watseka are alive and banded to- gether for mutual protection— there being only one cut-rate store in the place. WATSEKA ILL. Retail business is as follows: 8 Grocery stores 3 Meat markets 4 Dry goods stores 2 General stores 3 Drug stores 3 Hardware stores 2 Jewelry stores 2 Furniture stores 2 Feed stores 2 Clothing stores ' 2 Lumber and coal merchants 1 Shoe store 1 Baker 1 Piano store 1 Book store 1 Toy store 2 Moving Picture houses 3 Automobile dealers The volume of retail business done in a year in different lines was roughly estimated by some of the merchants visited. It runs: groceries, $250,000; dry goods, $185,000; hardware, including all side lines, $100,000; drugs, $60,000. The estimates are dif- ferent as most of the retail stores carry side lines which in the cities would be sold in separate stores. [ 6 ] [ 7 ] M«te II WATSEKA ILL SANDIFORD. "THE BUSY GROCER' J. A. SANDIFORD : "THE BUSY GROCER" J. A. Sandiford is without doubt the leading grocer of the town from the standpoint of abihty and pro- gressiveness. He is about forty years old and came to Watseka two years ago, purchasing a business that had been straggHng along for a number of years. Sandiford believed that all commercial success was based upon SERVICE, and he thought that there was room for another grocer in Watseka, regardless [ 8 ] WATSEKA ILL. of how many the town had supported, if he could give an individual touch of service that the others lacked. He has done no local newspaper advertis- ing, but he calls his customers up on the telephone when new goods come in and asks them if they are not in the market to buy something which he can conscientiously recommend. He never talks price, but endeavors to show the satisfaction which comes from eating quality goods made in clean factories and sold at a good living profit. He has put in stock practically the entire Beech- nut and Heinz lines of bottled and canned goods, and while these companies have not given him pro- tection in the town so far as making him their sole agent is concerned, he is today selling their goods which cost him $2.30 and $2.35 a dozen at 35 cents retail. As he says, he has laid himself wide open for cut- throat competition, but it was a question of whether he used the lines at 18% profit when it cost him 25% to do business, or whether he got a fair margin, and took the chance. Mr. Sandiford said that Jello was a big seller, although Tryphosa, a powdered gelatine made by 9 ] W A T S E K A ILL. S A N I) I F () R I) , " T H K BUSY GROCER' J. A. SANDIFORD : 'THE BUSY GROCER" J. A. Sandiford is without doubt the leading grocer of the town from the standpoint of abiHty and pro- gressiveness. He is about forty years old and came to Watseka two years ago, purchasing a business that had been straggling along for a number of years. Sandiford believed that all commercial success was based upon SERVICE, and he thought that there was room for another grocer in Watseka, regardless [ 8 ] WATSEKA ILL. of how many the town had supported, if he could give an individual touch of service that the others lacked. He has done no local newspaper advertis- ing, but he calls his customers up on the telephone when new goods come in and asks them if they are not in the market to Iniy something which he can conscientiously recommend. He never talks price, but endeavors to show the satisfaction which comes from eating quahty goods made in clean factories and sold at a good living profit. He has put in stock practically the entire Beech- nut and Heinz lines of bottled and canned goods, and while these companies have not given him pro- tection in the town so far as making him their sole agent is concerned, he is today selling their goods which cost him $2.30 and $2.35 a dozen at 35 cents retail. As he says, he has laid himself wide open for cut- throat competition, but it was a question of whether he used the lines at 18% profit when it cost him 25% to do business, or whether he got a fair margin, and took the chance. Mr. Sandiford said that Jello was a big seller, although Tryphosa, a powdered gelatine made by 9 ] i 11 li WATSEKA ILL. E. C. Rich, of New York, was coming along fast. It contained, he said, some particularly pleasant flavor which was making it popular. Last Fall Mr. Sandiford had an idea that by de- livering goods to some of the more remote R. F. D. routes he could build up quite a trade from the farm- ing element, who he knew had plenty of money. He saw an advertisement in the Dry Goods Econo- mist of a man who wished to sell a Ford delivery automobile which had been used for a short time. The man wanted $400, but Sandiford waited a suf- ficient length of time after the advertisement came out and then offered $325 for it — which was accept- ed. Since that time he has started four new cus- tomers on the R. F. D's, who have bought over $1,400 worth of goods, which he thinks has paid for the automobile — ^not to mention the greater facility in handling his town trade with quicker deliveries. Mr. Sandiford gets up in the morning at four or five o'clock and delivers berries and fruit before breakfast or at any other unusual time to accom- modate customers whom he thinks will appreciate this service. He believes absolutely in advertised lines, but does [ 10 ] WATSEKA ILL. not want the manufacturer to fix the selling price, because he thinks he is salesman enough to get the percentage necessary to live. Sandiford has increased his business 100% since he bought the store, and he has been greatly aided in this development through the assistance of his wife, who has kept his books for him. DICK'S JEWELRY AND OPTICAL STORE [ 11 1 WATSEKA ILL. E. C. Rich, of New York, was coming along fast. It contained, he said, some particularly pleasant flavor which was making it popular. Last Fall Mr. Sandiford had an idea that by de- livering goods to some of the more remote R. F. D. routes he could build up quite a trade from the farm- ing element, who he knew had plenty of money. He saw an advertisement in the Dry Goods Econo- mist of a man who wished to sell a Ford delivery automobile which had been used for a short time. The man wanted $400, but Sandiford waited a suf- ficient length of time after the advertisement came out and then offered $325 for it — which was accept- ed. Since that time he has started four new cus- tomers on the R. F. D's, who have bought over $1,400 worth of goods, which he thinks has paid for the automobile — not to mention the greater facility in handling his town trade with quicker deliveries. Mr. Sandiford gets up in the morning at four or five o'clock and delivers berries and fruit before breakfast or at any other unusual time to accom- modate customers whom he thinks will appreciate this service. He believes absolutely in advertised lines, but does [ 10 ] WATSEKA ILL. not want the manufacturer to fix the selling price, because he thinks he is salesman enough to get the percentage necessary to live. Sandiford has increased his business 100% since he bought the store, and he has been greatly aided in this development through the assistance of his wife, who has kept his books for him. DICK'S J E \V K L R Y A N 1) () P T I C A L S T () R E [ 11 I W ATSEKA ILL. ! TALIAFERRO'S CASH GROCERY TALIAFERRO: CASH GROCERY Mr. Taliaferro has been in the newspaper busi- ness and has kept a general store for the last 16 years. The specializing movement in all lines, however, got too strong for him to resist, and he graduated last year to the proud distinction of running the only cut-rate store in the town. He uses the coupon selling system, putting out books for $5.00, $10.00, $15.00 and $20.00 to his customers, giving them 2% interest on their money when they pay for their books in advance. He de- [ 12 ] WATSEKA ILL. livers his goods, and uses the telephone exclusively in soliciting business. Mr. TaUaferro believes in advertising, but cashes in on its reputation to cut his prices, and he is canny enough to admit that he gets a larger profit when there is no competition on the article. For instance, he sells Dromedary Dates in the winter at ten cents per pound, and puts the same dates in the ice chest in the summer time and gets fifteen cents per pound for them. THE CYRUS HARDWARE COMPANY Mr. Cyrus is a clean-cut man about forty years old — Si college graduate. He taught in the High School for a few years, but told me that life was not fast enough, so he thought he would utilize his education in selling good merchandise. Without any exper- ience he started a hardware business. He is very much interested in handling lines which give him an exclusive agency for the town, and will discard at any time any line where he is not given this protection, if he can do so without injury to himself. Mr. Cyrus believes in advertised goods because of [ 13 ] W A T S E K A ILL TALIAFERRO'S CASH (', R O C E R Y TALIAFERRO: CASH GROCERY Mr. Taliaferro has been in the newspaper busi- ness and has kept a general store for the last 16 years. The specializing movement in all lines, however, got too strong for him to resist, and he graduated last year to the proud distinction of running the only cut-rate store in the town. He uses the coupon selling system, putting out books for $5.00, $10.00, $15.00 and $20.00 to his customers, giving them 2% interest on their money when they pay for their books in advance. He de- [ 1^2 ] WATSEKA ILL. livers his goods, and uses the telephone exclusively in soliciting business. Mr. TaUaferro believes in advertising, but cashes in on its reputation to cut his prices, and he is canny enough to admit that he gets a larger profit when there is no competition on the article. For instance, he sells Dromedary Dates in the winter at ten cents per pound, and puts the same dates in the ice chest in the summer time and gets fifteen cents per pound for them. THE CYRUS HARDWARE COMPANY Mr. Cyrus is a clean-cut man about forty years old — ^a college graduate. He taught in the High School for a few years, but told me that life was not fast enough, so he thought he would utilize his education in selling good merchandise. Without any exper- ience he started a hardware business. He is very much interested in handling lines which give him an exclusive agency for the town, and will discard at any time any line where he is not given this protection, if he can do so without injury to himself. Mr. Cyrus believes in advertised goods because of [ 13 ] , i WATSEKA ILL CYRUS HARDWARE STORE the strong consumer influence he can feel after the advertising in the magazines, but he deprecates any manufacturer trying to force him to do business on less than 25% of the selling price. He says that the quick turn-over, so often quoted by the live wire advertising man, does not exist in the small town on account of the fact that his and every other mer- chant's trade is limited, and he does not get a chance to work hours enough in the day on account of the lack of customers in his line. [ 14 ] E. B. ELDER: DRUGS, TALKING MACHINES AND CAMERAS Mr. Elder has been in business for 19 years. He carries a very complete line of drugs, and is a first- class type of country merchant. He states that he is glad to handle advertised lines, provided there is some demand created for them. He buys practically all his goods from jobbers, but occasionally some manufacturer's salesman comes along and tries some strong-arm methods that are not popular. He says that the jobber has a way of holding up the dealer and then forgetting to come through with the ad- vertising. This leaves the goods on his shelves and a bad taste in his mouth. Mr. Elder has the agency for Edison and Victor Talking Machines. He says that Edison has the call on the R. F. D. routes, but is losing distribution rapidly on account of not advertising new records, and the farmers are getting sick of playing the old ones. The sale of Victors is increasing greatly in the town, the sale being particularly on the $25.00 machines, the $15.00 machine not being featured be- cause the results are not satisfactory nor the dealer's profit sufficient. [ 15 ] W A T S E K A ILL ( . i.:\j^ H 4 ^ 'H^h\ 'i' (^KU'>IU « I I \,. CYRUS HARDWARE STORE the strong consumer influence he can feel after the advertising in the magazines, but he deprecates any manufacturer trying to force him to do business on less than 25% of the selhng price. He says that the quick turn-over, so often quoted by the Hve wire advertising man, does not exist in the small town on account of the fact that his and every other mer- chant's trade is limited, and he does not get a chance to work hours enough in the day on account of the lack of customers in his line. [ 14 ] E. B. ELDER: DRUGS, TALKING MACHINES AND CAMERAS Mr. Elder has been in business for 19 years. He carries a very complete line of drugs, and is a first- class type of country merchant. He states that he is glad to handle advertised lines, provided there is some demand created for them. He buys practically all his goods from jobbers, but occasionally some manufacturer's salesman comes along and tries some strong-arm methods that are not popular. He says that the jobber has a way of holding up the dealer and then forgetting to come through with the ad- vertising. This leaves the goods on his shelves and a bad taste in his mouth. Mr. Elder has the agency for Edison and Victor Talking Machines. He says that Edison has the call on the R. F. D. routes, but is losing distribution rapidly on account of not advertising new records, and the farmers are getting sick of playing the old ones. The sale of Victors is increasing greatly in the town, the sale being particularly on the $'25.00 machines, the $15.00 machine not being featured be- cause the results are not satisfactory nor the dealer's profit sufficient. [ 15 ] \ II n > WATSEKA ILL. Mr. Elder said that magazine advertising had helped the sale of tooth paste over tooth powder. Colgate's lines selling well. He said the Kodak business so far this year was $200 larger than in 1913. Girls, he added, were rather more frequent buyers than boys. I had a long talk with his rival, Mr. Blake. Mr. Blake is opposed to advertised goods, as the handling of them forces him to keep an enormous stock on hand, consisting of many different varieties of the same articles and allows him only a small profit on each one instead of a larger profit on a limited number. He complained about his treat- ment at the hands of jobbers and some manufactur- ers who sell to firms like Sears-Roebuck and Mont- gomery Ward at prices that enable them to under- sell him, who has to buy through a jobber. He complained also of the ethics of some of the firms whose salesmen are instructed to try to get contracts for larger orders than the retailer can con- veniently dispose of. They oflFer a further discount of, say, 20%, which they call the wholesalers' rate. It is in reality a trifle higher; but the retailer, who buys without a contract, must pay more for the same [ 16 ] WATSEKA ILL. ELDER'S DRUG STORE goods, and if his competitor cuts prices, by virtue of the lower buying price, he is forced to handle the goods with practically no profit at all. Mr. Blake said that Parke-Davis of Detroit, and Wyeth of Philadelphia, both practiced this policy. Lilly, how- ever, had one price to the retailer, and in consequence was very popular and was doing an enormous busi- ness. The jobbers, when an order for drugs did not [ 17 ] / M W A T S E K A ILL. Mr. Elder said that magazine advertising had helped the sale of tooth paste over tooth powder. Colgate's lines selling well. He said the Kodak business so far this year was $200 larger than in 1913. Girls, he added, were rather more frequent buyers than boys. I had a long talk with his rival, Mr. Blake. Mr. Blake is opposed to advertised goods, as the handling of them forces him to keep an enormous stock on hand, consisting of many different varieties of the same articles and allows him only a small profit on each one instead of a larger profit on a limited number. He complained about his treat- ment at the hands of jobbers and some manufactur- ers who sell to firms like Sears-Roebuck and Mont- gomery Ward at prices that enable them to under- sell him, who has to buy through a jobber. He complained also of the ethics of some of the firms whose salesmen are instructed to try to get contracts for larger orders than the retailer can con- veniently dispose of. They offer a further discount of, say, 20%, which they call the wholesalers' rate. It is in reality a trifle higher; but the retailer, who buys without a contract, must pay more for the same [ 16 ] W A T S E K A ILL. ELDERS DRUG STORE goods, and if his competitor cuts prices, })v virtue of the lower buying price, he is forced to handle the goods with practically no profit at all. Mr. Blake said that Parke-Davis of Detroit, and Wyeth of Philadelphia, both practiced this policy. Lilly, how- ever, had one price to the retailer, and in consequence was very popular and was doing an enormous busi- ness. The jobbers, when an order for drugs did not [ 17 ] / II W ATSE K A ILL. BLAKE'S DRUG SHOP specify any particular kind, invariably sent Lilly's, because they, like the retailers, were protected by the manufacturers. One of Mr. Blake's observations was that China- mel was favored over Jap-a-Lac, because its quality was superior. He ventured to say that Chinamel held its buyers, whereas Jap-a-Lac through its ad- vertising sold many cans to new buyers, but did not repeat. [ 18 ] JULIUS SAPIRO: DRY GOODS Mr. Sapiro is the town's leading merchant. He is a Hebrew, and came to Watseka about 22 years ago with a couple of paste-board trunks. He now carries a $30,000 stock and does a $75,000 business. He gives to the consumer a personal money-back guar- antee on everything that he sells. He stands ace high in the community on his character, and his business judgment is sought by many of the other dealers. Mr. Sapiro believes in advertised lines, because he SAIMRO'S DRY GOODS STORE [ 10 ] / W A T S E K A ILL. BLAKE'S DRUG SHOP specify any particular kind, invariably sent Lilly's, because they, like the retailers, were protected by the manufacturers. One of Mr. Blake's observations was that China- mel was favored over Jap-a-Lac, because its quality was superior. He ventured to say that Chinamel held its buyers, whereas Jap-a-Lac through its ad- vertising sold many cans to new buyers, but did not repeat. I 18 1 JULIUS SAPIRO: DRY GOODS Mr. Sapiro is the town's leading merchant. He is a Hebrew, and came to Watseka about 22 years ago with a couple of paste-board trunks. He now carries a $30,000 stock and does a $75,000 business. He gives to the consumer a personal money -back guar- antee on everything that he sells. He stands ace high in the community on his character, and his business judgment is sought by many of the other dealers. Mr. Sapiro believes in advertised lines, because he S A IM R O " S DRY GOODS STORE [ 19 ] }\ i I! WATSEKA ILL. says that they make his work easier in selUng, but he does not buy a Hne just because it is advertised. Mr. Sapiro told me that the small-town women followed the fashions closely and demanded a high standard of quality. He has had the Hart, Schaflner & Marx line for 15 years, and Lord & Taylor's for 22 years. L. B. SEGUR: FURNITURE I WAS attracted to Mr. Segur's store by an exhibi- tion of Hong-Kong grass chairs. On introducing my- self to Mr. Segur, I found that he had quite a large stock of these chairs, which ranged in price from $7.50 to $35.00. Mr. Segur is a good live citizen. He carries a stock of approximately $20,000, in- cluding Herscheim Furniture, the Hoosier Kitchen Cabinet line, and the Macey filing cabinets. He is keen for advertised goods, because he has noticed the action and interest that they arouse among his customers. He has a strong objection to the narrow margin of profit which many of the ad- vertised lines give him — usually 25% or less on the [ 20 ] WATSEKA ILL. SEGUR'SFURN ITU RE STORE selling price. This does not give him margin enough to get by, and he has to give credit on three-fourths of his business for from three months to one year's time in order to expand. He thinks he should have at least 35% on the selling price in order to make it an object for him to handle the line. His selling policy has been to guarantee every sale. He has built his business on the confidence of the purchaser and makes everything right whether the customer is reasonable in his demands or not. He has thrown out one mattress line on account of [ 21 ] A WATSEKA ILL. says that they make his work easier in selHng, but he does not buy a Hue just because it is advertised. Mr. Sapiro told me that the small-town women followed the fashions closely and demanded a high standard of quality. He has had the Hart, Schaffner & Marx line for 15 years, and Lord & Taylor's for 22 years. L. B. SEGUR: FURNITURE I WAS attracted to Mr. Segur's store by an exhibi- tion of Hong-Kong grass chairs. On introducing my- self to Mr. Segur, I found that he had quite a large stock of these chairs, which ranged in price from $7.50 to $35.00. Mr. Segur is a good live citizen. He carries a stock of approximately $20,000, in- cluding Herscheim Furniture, the Hoosier Kitchen Cabinet line, and the Macey filing cabinets. He is keen for advertised goods, because he has noticed the action and interest that they arouse among his customers. He has a strong objection to the narrow margin of profit which many of the ad- vertised lines give him — usually 25% or less on the [ 20 ] WATSEKA ILL. SEGUR'S FURNITURE STORE selling price. This does not give him margin enough to get by, and he has to give credit on three-fourths of his business for from three months to one year's time in order to expand. He thinks he should have at least 35% on the selling price in order to make it an object for him to handle the line. His selling policy has been to guarantee every sale. He has built his business on the confidence of the purchaser and makes everything right whether the customer is reasonable in his demands or not. He has thrown out one mattress line on account of [ ^1 1 l^n ii i^ W ATSEKA ILL. UPSALL'S JEWELRY STORE the extravagant claims in its advertising, stating that it was impossible for him to back it up, and he is therefore using lines which cost him less money and sell for more, but which he thinks have a larger measure of relative and intrinsic value. JOSEPH FANYO: FORD DEALER Mr. Fanyo informed us that during 1912 he sold 30 Fords to people in Watseka and the outlying dis- tricts; 35 in 1913; and 40 in 1914 thus far. On questioning Mr. Fanyo as to the buying im- [ ^2 ] ) ^ WATSEKA ILL HOGLES TOY STORE pulse for the individual sale, he said he thought the Fords were usually bought by the man to please his wife and children, to gratify their desire for speedier riding than they could get with a horse and carriage, and also to give them an opportunity to come into town to shop. Mr. Fanyo said that practically every farmer in this vicinity who owned his farm also owned a machine. [ 23 ] WATSEKA ILL. U P S A L L • S JEWELRY STORE the extravagant claims in its advertising, stating that it was impossible for him to back it up, and he is therefore using lines which cost him less money and sell for more, but which he thinks have a larger measure of relative and intrinsic value. JOSEPH FANYO: FORD DEALER Mr. Fanyo informed us that during 1912 he sold 30 Fords to people in Watseka and the outlying dis- tricts; 35 in 1913; and 40 in 1914 thus far. On questioning Mr. Fanyo as to the buying im- [ ^2 ] WATSEKA ILL 11 HOGLES TOY STORE pulse for the individual sale, he said he thought the Fords were usually bought by the man to please his wife and children, to gratify their desire for speedier riding than they could get with a horse and carriage, and also to give them an opportunity to come into town to shop. Mr. Fanyo said that practically every farmer in this vicinity who owned his farm also owned a machine. [ 23 ] WATSEKA ILL •THE MOVIES STAR MOVING PICTURE THEATRE The Star Moving Picture Theatre, which runs throughout the year, is owned by Charles Eastman, an R. F. D. carrier. A conversation with Mr. East- man disclosed the fact that the best people attend this theatre, prices being five and ten cents. It runs six nights in the week and Saturday matinee. He told me that a number of people are trying to buy his theatre, but inasmuch as he is cleaning up $100 a month, he thinks he will wait a while, as the prices offered up to date are not sufficient. [ 24 ] WATSEKA ILL. An inquiry as to the films which develop the most interest shows that love stories are the best pullers and Indian scenarios second. CLARK & LITELL: RESTAURANT At the end of our first day's investigation in Wat- seka, Mr. Skelton and I dropped into Clark & Litell's Restaurant, Mr. Litell's wife being a Woman's World subscriber. We asked for a Welch Grape Juice high- ball, having the interests of a good advertiser at heart. The clerk offered us the Royal Purple Grape Juice — ^an unadvertised line^but there was nothing doing. It is possible that they tried to sell us the Hungerford Smith brand because the proprietor had not seen the Welch advertising in Woman's World. [ 25 ] I i H W A T S E K A I L L . THE MOVIES STAR MOVING PICTURE THEATRE The Star Moving Picture Theatre, which runs throughout the year, is owned by Charles Eastman, an R. F. D. carrier. A conversation with Mr. East- man disclosed the fact that the best people attend this theatre, prices being five and ten cents. It runs six nights in the week and Saturday matinee. He told me that a number of people are trying to buy his theatre, but inasmuch as he is cleaning up $100 a month, he thinks he will wait a while, as the prices offered up to date are not sufficient. [ 24 ] W A T S E K A ILL. An inquiry as to the films which develop the most interest shows that love stories are the best pullers and Indian scenarios second. CLARK & LITELL: RESTAURANT At the end of our first day's investigation in Wat- seka, Mr. Skelton and I dropped into Clark & Litell's Restaurant, Mr. Litell's wife being a Woman's World subscriber. We asked for a Welch Grape Juice high- ball, having the interests of a good advertiser at heart. The clerk offered us the Royal Purple Grape Juice — an unadvertised line — ^but there was nothing doing. It is possible that they tried to sell us the Hungerford Smith brand because the proprietor had not seen the Welch advertising in Woman's World. [ 25 ] SUBSCRIBERS WHAT THEY READ In interviewing many of Woman's World subscrib- ers in Watseka and the R. F. D. routes adjoining, we found that most of the people on the farms take about four magazines, and that they usually buy them in clubbing combinations. We found that the women are invariably desirous of a paper which caters to the reading interest of the entire family — a book in which clean fiction pre- dominates and in which they can secure a lot of in- formation for their own use in the department which would help them in their daily work as housekeepers and mothers. We found that a woman frequently had some sort of fashion magazine — either Delinea- tar. Pictorial Review, McCalVs or the Ladies' Home Journal — ^frequently the Youth's Companion specif- ically for the children. We found very little trace of the standard maga- zines on the R. F. D. routes — ^their sole sales (in- cluding the Saturday Evening Post) being confined to the town itself. [ 26 ] - WATSEKA ILL. We found from one to three farm papers in each home, but discovered that the woman seldom reads a farm paper. In practically every one of our inter- views the woman did not know the name of the farm papers, and had to look over the magazines on the table to find out what the names were, remarking that she was too busy in keeping house and taking care of her children to want to read technical stuflF at the end of her hard day's work. In most cases we found that the housewives met us with a certain amount of suspicion, but were quickly reassured when we affirmed that we had nothing to sell, but wanted to find out what they THE IROQUOIS CLUB I 27 ] SUBSCRIBERS WHAT THEY READ In interviewing many of Woman's World subscrib- ers in Watseka and the R. F. D. routes adjoining, we found that most of the people on the farms take about four magazines, and that they usually buy them in clubbing combinations. We found that the women are invariably desirous of a paper which caters to the reading interest of the entire family — a book in which clean fiction pre- dominates and in which they can secure a lot of in- formation for their own use in the department which would help them in their daily work as housekeepers and mothers. We found that a woman frequently had some sort of fashion magazine — either Delinea- tar. Pictorial Review, McCalVs or the Ladies* Home Journal — ^frequently the Youth's Companion specif- ically for the children. We found very little trace of the standard maga- zines on the R. F. D. routes — their sole sales (in- cluding the Saturday Evening Post) being confined to the town itself. [ 26 ] WATSEKA ILL. We found from one to three farm papers in each home, but discovered that the woman seldom reads a farm paper. In practically every one of our inter- views the woman did not know the name of the farm papers, and had to look over the magazines on the table to find out what the names were, remarking that she was too busy in keeping house and taking care of her children to want to read technical stuff at the end of her hard day's work. In most cases we found that the housewives met us with a certain amount of suspicion, but were quickly reassured w^hen we affirmed that we had nothing to sell, but wanted to find out what they THE IROQUOIS CLUB [ 27 1 WATSEKA ILL. thought of our magazine and magazines in general; and then they gave us what seemed to be their sin- cere opinions. When we asked them how many members of the family read Woman's World or other papers edited ' along the lines of Woman's World, the response almost invariably was — "They all read it." The husband and children went in for the fiction, and the housewives enjoyed the departments and the fiction in about equal proportion. n WHERE THEY BUY We found that most of the farmers on the R. F. D. routes had been in the habit of ordering goods by mail, more from Chicago from Sears-Roebuck and Montgomery Ward than from the New York houses, on account of the greater amount of attention that they had been receiving and because of the pro- pinquity of the city. The Chicago mail order houses, in order of the volume of business done with them, range as follows : Sears-Roebuck, Montgomery Ward, Mandel Brothers and Phillipsborn, with Siegel- Cooper doing a fair amount. The New York houses [ 28 ] WATSEKA ILL. are National Cloak & Suit Company, Bellas Hess, Standard Mail Order Company and Perry Dame. This is a wonderful field for the mail order house, because the farmer has his farm paid for, money in the bank, and the coming generation has the same interest and desire for dress and the expenditure of money in the rural districts as obtains in the bigger cities. The money is here. It is only a question of taking it away. Through the Postmaster of Watseka we learned that only a small percentage of the people in the town are now buying from mail order houses. The great bulk of the business coming through the Wat- seka post office is from the R. F. D. routes. The merchants are alive and banded together for mutual protection, there being only one cut-rate store in the town. in DR. BARTER: A SUBSCRIBER Dr. Barter is one of the leading physicians of the town, and the only woman there in the profession. She is a graduate of the University of Chicago, and is a typical small town woman of forty. She is [ 29 ] WATSEKA ILL. modern in her tastes — simple and direct in her language. When we visited her, we found her clean- ing up her office. She had on a great big blue apron and was chasing dirt most strenuously. Baby Foods. When we questioned her about baby foods she informed us that Horlick's suits her better than any other, but that other women insist on using their own judgment. In other words, they are in- fluenced a great deal by the advertising which comes to their notice, the most popular selection in such cases being Eagle Brand Condensed Milk. How- ever, she rarely uses that herself unless Horlick's disagrees with the child. She said that while the mothers nurse their babies whenever possible, it is true that each year there seems to be an increase in the percentage of babies brought up on baby foods and bottles in this town. Dr. Harter has taken the Woman's World for four years— renewing three years ago on a three-year subscription. In this case. Woman's World made a fine showing, for it is the only magazine that she buys on a full term cash subscription. The other magazines that she takes are Metropolitan, McClure's, Collier's and To-day's, She buys them in combination. [ 30 ] ^ WATSEKA ILL. THE LINCOLN HIGHWAY IN WATSEKA THE BEVERIDGE PLAYERS One evening when we were in Watseka the Beve- ridge Players — an aggregation of actors and actor- ines — ^held a band concert in the public square in front of the Mayor's oflSce to welcome themselves to the city. The selection they intended to execute that evening was "Kathleen" in the canvas theatre in back of the round-house. The band consisted of eleven pieces and a banner. Mr. Beveridge, the leader of the players, informed the people that they had penetrated Watseka after a continuous run (or race) of twelve months in New York City, and six months in Chicago. [ 31 ] |i WATSEKA ILL. modern in her tastes — simple and direct in her language. When we visited her, we found her clean- ing up her office. She had on a great big blue apron and was chasing dirt most strenuously. Baby Foods. When we questioned her about baby foods she informed us that Horlick's suits her better than any other, but that other women insist on using their own judgment. In other words, they are in- fluenced a great deal by the advertising which comes to their notice, the most popular selection in such cases being Eagle Brand Condensed Milk. How- ever, she rarely uses that herself unless Horlick's disagrees with the child. She said that while the mothers nurse their babies whenever possible, it is true that each year there seems to be an increase in the percentage of babies brought up on baby foods and bottles in this town. Dr. Harter has taken the Woman's World for four years — renewing three years ago on a three-year subscription. In this case. Woman's World made a fine showing, for it is the only magazine that she buys on a full term cash subscription. The other magazines that she takes are Metropolitan, McClure's, Collier's and To-day's. She buys them in combination. [ 30 ] WATSEKA ILL THE LINCOLN HIGHWAY IN WATSEKA THE BEVERIDGE PLAYERS One evening when we were in Watseka the Beve- ridge Players — ^an aggregation of actors and actor- ines — ^held a band concert in the public square in front of the Mayor's office to welcome themselves to the city. The selection they intended to execute that evening was "Kathleen" in the canvas theatre in back of the round-house. The band consisted of eleven pieces and a banner. Mr. Beveridge, the leader of the players, informed the people that they had penetrated Watseka after a continuous run (or race) of twelve months in New York City, and six months in Chicago. [ 31 ] THE CITY MARSHAL Tom Harper is the City Marshal. He weighs 250 pounds, but is as hard as nails, and is a terror to the evil doers of the town. He has lived in Watseka the best part of his life, running in and out as a railroad engineer for a great many years. Then he was a restaurant keeper, graduating to an ice cream parlor, and finally to city regulator. Tom uses the strong arm method exclusively for stamping out crime and sousing. He believes that a public office is a public trust, and that being custod- ian of the people's interests, it is at all times up to him to give them what they want, and he has found out that the people of Watseka want purity. Tom says: "The people say there shall be no drunks, and I see to it that there are none." He goes on to say: "There is one thing that my bitterest enemy must confess, and this is that I play no favorites. Every- one that goes crooked in Watseka gets pinched." There used to be two policemen in Watseka back in the earlier days— Tom and his partner. They played the team game— a perfected set of signals, a mutual understanding and a cipher code; but finally [ 32 1 WATSEKA ILL. TOM HARPER. THE CITY MARSHAL one day Tom's partner tacked into the offing in a sea-going hack loaded to the gunwales with a large cargo of gladness, pirated from a boot-legger. Tom pinched him at once, and since then he has been working alone. Tom's problem (like that of many an advertiser) then became one of distribution. How could he dis- tribute himself evenly around the town at such times as murder, rapine and souses broke forth? The [ 33 ] i I THE CITY MARSHAL Tom Harper is the City Marshal. He weighs 250 pounds, but is as hard as nails, and is a terror to the evil doers of the town. He has lived in Watseka the best part of his life, running in and out as a railroad engineer for a great many years. Then he was a restaurant keeper, graduating to an ice cream parlor, and finally to city regulator. Tom uses the strong arm method exclusively for stamping out crime and sousing. He believes that a public office is a public trust, and that being custod- ian of the people's interests, it is at all times up to him to give them what they want, and he has found out that the people of Watseka want purity. Tom says: "The people say there shall be no drunks, and I see to it that there are none." He goes on to say: "There is one thing that my bitterest enemy must confess, and this is that I play no favorites. Every- one that goes crooked in Watseka gets pinched." There used to be two policemen in Watseka back in the earlier days— Tom and his partner. They played the team game— a perfected set of signals, a mutual understanding and a cipher code; but finally [ 32 ] WATSEKA ILL. TOM HARPER, THE CITY MARSHAL one day Tom's partner tacked into the offing in a sea-going hack loaded to the gunwales with a large cargo of gladness, pirated from a boot-legger. Tom pinched him at once, and since then he has been working alone. Tom's problem (like that of many an advertiser) then became one of distribution. How could he dis- tribute himself evenly around the town at such times as murder, rapine and souses broke forth .^ The [ 33 ] I THE CITY MARSHAL ToAi Harper is the City Marshal. He weighs 250 pounds, but is as hard as nails, and is a terror to the evil doers of the town. He has lived in Watseka the best part of his life, running in and out as a railroad engineer for a great many years. Then he was a restaurant keeper, graduating to an ice cream parlor, and finally to city regulator. Tom uses the strong arm method exclusively for stamping out crime and sousing. He believes that a public office is a public trust, and that being custod- ian of the people's interests, it is at all times up to him to give them what they want, and he has found out that the people of Watseka want purity. Tom says: "The people say there shall be no drunks, and I see to it that there are none." He goes on to say: "There is one thing that my bitterest enemy must confess, and this is that I play no favorites. Every- one that goes crooked in Watseka gets pinched." There used to be two policemen in Watseka back in the earlier days— Tom and his partner. They played the team game— a perfected set of signals, a mutual understanding and a cipher code; but finally I 32 ] 4 W A T S E K A I L L TOM HARPER, THE CITY .MARSHAL one day Tom's partner tacked into the offing in a sea-going hack loaded to the gunwales with a large cargo of gladness, pirated from a boot-legger. Tom pinched him at once, and since then he has been working alone. Tom's problem (like that of many an advertiser) then became one of distribution. How could he dis- tribute himself evenly around the town at such times as murder, rapine and souses broke forth? The [ 33 ] WATSEKA ILL. Police Department — consisting of Mr. Thomas Har- per, Tom Harper, Harper, T. Harper and Tom — must be constantly prepared for a specially con- ducted tour to the cooler. One night Tom had a dream: He was again an engineer back in the old cab, hand on throttle, beat- ing it up toward Chicago on the C. & E. with twenty cars of steers bellowing behind him. The night was dark, the steers were restless, and Tom was very lonesome, when the old banjo signal just ahead threw a red light at him from out the gloom. Down went the brakes! The train finally stopped skidding, and the precious meaty freight was saved. Tom was a hero — a red light had saved the freight. Just then Tom's wife told him to turn over — but the red light idea stuck. So the next day Tom ap- peared before the city fathers and put through a motion to equip the last telephone pole on Main Street with a red light. The problem of distribution was solved. An arrangement was made with the central telephone operator, and the pressing of a button flashed a crimson glow up and down Main Street when trouble began to brew. Tom called it an invention, but the people called [ 34 ] WATSEKA ILL. it a necessity; so whenever Tom's eagle eye spies the beacon, from his resting place on the park seat of a summer evening, immediately the entire police department in Watseka, consisting of the aforemen- tioned 250 pounds, hurries to the nearest telephone to learn the whereabouts of the trouble. THE WATSEKA MARKET And so this is Watseka. Nothing marvelous about it; not a tremendous market. But there are thous- ands and thousands of Watsekas. Thousands and thousands of quiet little towns like this where the people have got more money than the folks in the cities; where they are just as fond of the comforts of life as the folks in the cities; where they are will- ing to loosen up and spend their money, provided they are reached; and where the competition of those endeavoring to reach them is far less keen than in any other market. Watseka alone is not a prize; Watseka, with its thousands of sister towns, the thousands of R. F. D. routes that radiate from them, reached through Woman's World which newspapers the country, spells a business opportunity for you. [ 35 ] I \ WOMAN'S WORLD SUBSCRIBERS IN WATSEKA ILL. Population, 2,500 (800 Families) Number of paid in advance subscribers, 99 Class A B C ii a While investigating our subscribers in Watseka, we classified them into three general divisions. Class A in- cluded those families of comfort- able means with excellent credit with local banks and trades-people and wholly desirable as custom- 63 (63.63%) 31 (31.31%) 5 ( .5.05%) ers. Class B included those rated "good." Class C those not highly recommended. For obvious reasons we have not classified the published list of subscribers' names on the fol- lowing pages, but the totals in each classification are given above. Number having autos 21 (21.21%) " having telephones 59 (59.59%) ** owning homes 62 (62.62%) " renting homes 37 (37.37%) " farmers 65 (65.65%) Leading occupation — ^farming. [ 36 ] WOMAN'S WORLD SUBSCRIBERS IN WATSEKA ILL. RESIDENCE OF MRS. FRANK FANYO SuJ)scriber Occupation* Rtmidenee Owns PhoM Auto Adams, Mrs. J. Farmer Aye, Mrs. S. H. Farmer Rents Yes Baugh, Mrs. F. D. Cobbler Rents Baughton, Mrs. L. Assessor Rents Belden, Mrs. S. P. Bookkeeper Owns Benjamin, Mrs. Fred. Farmer Owns Yes Yes Bensen, Louis Farmer Owns Black, Wm. L. Farmer Owns Black, Mrs. L. Farmer Rents Body, Mrs. Allen Farmer Owns Yes Yes Bradrick, Lucy C. Farmer Owns Yes Yes Brown, Miss L. Farmer Owns Bunting, Mrs. J. C. Farmer Owns Yes Cadore, Mrs. Oscar Driver Rents Yes Cheever, John Farmer Rents *Husband's occupation is given where subscription is in housewife's name. [ 37 ] WOMAN'S WORLD SUBSCRIBERS IN WATSEKA ILL. Population, 2,500 (800 Families) Number of paid in advance subscribers, 99 Class A " B " C While investij^ating our subscriliers in Watseka, we classified them into three general divisions. Class A in- cluded those families of comfort- able means with excellent credit with local banks and trades-people an. Assessor Rents Belden, Mrs. S. P. Bookkeeper Owns Benjamin, Mrs. Fred. Farmer Owns ^'es ^>s Bensen, Louis Farmer Owns Black, Wm. L. Farmer Owns Black, Mrs. L. Farmer Rents Body, Mrs. Allen Farmer . Owns Yes \es Bradrick, Lucy C. Farmer Owns Yes Yes Brown, Mi.ss L. Farmer Owns Bunting, Mrs. J. C. Farmer Owns ^>s Cadore, Mrs. Oscar Driver Rents Yes Cheever, John Farmer Rents 'Husband's occupation is given where subscription is in housewife's name. I 37 ] (1 i^ )? i^ WATSEKA ILL WOMAN'S WORLD SUBSCRIBERS RESIDENCE OF MRS. FRANK GILBREATH R K S I I) E N C E OF MRS. E . (' . H A M I L T () N f Suhiteriher Occupation Reiddenee Phone Auto Chiever, Chas. C. Farmer Rents Yes Clifton, Mrs. Emily Farmer Owns Yes Yes Cook, Mrs. Lulu Farmer Rents Yes Diggle, George W. Farmer Rents Yes Yes Duncan, Mrs. I. L, Farmer Owns $25,000 Yes Eskengrey, Mrs. A. Farmer Owns Yes Fanyo, Frank Ford dealer Owns $40,000 Yes Yes Fidler, L. W. Farmer Owns Yes Fisher, Mrs. J. R. Farmer Owns $15,000 Yes Fleming, T. R. Farmer Owns $25,000 Yes Yes Fuller, Frank Farmer Owns Gardner, Harvey Farmer Rents Gates, Silas H. R. Farmer Owns Gibson, L. L. Farmer Owns Gilbreath, Mrs. Frank County Supervisor of Schools Owns Yes Yes Gilfillan, A. J. Supervisor Owns Yes Yes [ 38 ] Subxcriher Oceupatimi Reiddenee Phone Auto Goken, Mrs. M. R. Retiredfarmer Owns Goodyear, A. E. Lawyer Owns Yes Yes Grice, Mrs. Chas. R. Farmer Rents Yes Griffith, Mabel Farmer Rents Yes Grove, Chas. Carpenter Rents Yes Haberkorn, Chas. R. Farmer Owns Yes Hamilton, E. C. Pres. 1st Nat. Rank Owns $150,000 Yes Yes Hanger, Mrs. L. R. Butcher Owns Yes Harris, Mrs. Will J. Feed store Owns Yes Harroun, Mrs. E. Travelling: man Owns Yes Harter, Dr. G. Only woman physician Rents Yes Harvey, Harry Farmer Owns Yes Hayslip, Chas. Retiredfarmer Owns Yes Heikes, George P. County Treas. Owns Yes Yes Henning, Mrs. T. Farmer Rents Herman, Mrs. Harriet Widow Owns Yes Yes Higgins, Mrs. Frank Pub. and Alderman Owns Hix, Mr. Albert Farmer Rents Hunter, Miss Delia Farmer Rents Hunter, Nellie Farmer Rents Yes [ 39 ] WATSEKA ILL. I f WOMAN'S WORLD SUBSCRIBERS RESIDENCE OF MRS. FRANK GILBREATH R K S I I) K \ (' K OF MRS. K . (' . H A M I L T O N Subscriber Chiever, Chas. C. Clifton, Mrs. Emily Cook, Mrs. Lulu Digj^le, George W. Duncan, Mrs. 1. L. Eskengrey, Mrs. A. Fanyo, Frank Fidler, L. W. Fisher, Mrs. J. R. Fleming, T. R. Fuller, Frank Gardner, Harvey Gates, Silas H. R. Gibson, L. L. Gilbreath, Mrs. Frank Gilfillan, A. J. Occupation Farmer Farmer Farmer Farmer Farmer Farmer Ford dealer Farmer Farmer Farmer Farmer Farmer j Farmer Farmer County Supervisor , of Schools Supervisor Owns Owns $15,000 Owns $25,000 Owns Residence Phone Auto Rents Yes Owns Yes Yes Rents Yes Rents les Yes Owns Yes i $25,000 Owns Yes Owns $40,000 Yes Yes Yes Yes Yes Yes Rents Owns Owns Owns Yes Yes Owns Yes Yes ♦ Subitcrlbftr Goken, Mrs. M. R. Goodyear, A. E. Grice, Mrs. Chas. R. Griffith, Mabel Grove, Chas. Haberkorn, Chas. R. Hamilton, E. C. Hanger, Mrs. L. R. Harris, Mrs. Will J. Harroun, Mrs. E. Harter, Dr. G. Harvey, Harry Hayslip, Chas. Heikes, George P. Henning, Mrs. T. Herman, Mrs. Harriet Higgins, Mrs. Frank Hix, Mr. Albert Hunter, Miss Delia Hunter, Nellie Occupation Retiredfarmer Lawyer Farmer Farmer Carpenter Farmer Pres. 1st Nat. Bank Butcher Feed store Travelling man Only woman physician Farmer Retiredfarmer County Treas. Farmer Widow Pub. and Alderman Farmer Farmer Farmer Heaidence, Phone j Owns Owns Yes Rents Yes Rents Yes Rents Yes Owns Yes Ow^ns Yes $150,000 Owns Yes Owns Yes Owns Yes Rents Yes Owns Yes Owns Yes Owns Yes Rents Owns Yes Owns Rents Rents Rents Yes Autif Yes Yes Yes Yes [ .'^s 1 [ 39 ] ) W A T S E K A ILL. RESIDENCE OF MRS. T. HENNING Sithitcriher Occ^ipatiini Farmer Ueifldence Phone Auto Keene, R. D. Owns Yes Kelly, Katie R. School Teacher i Father owns; Yes Kent, Hattie Farmer Owns Yes Kindt, Miss S. Farmer Father owns Yes Leathennan, Mrs. N. Farmer Rents Yes Littell, Mrs. Minnie Restaurant Owns Yes Yes Long, Thos. 1^. Farmer Owns Yes Long, Lucy Farmer Owns $15,000 Owns Yes lx)uix, Cecil ARtforSbimlardOil Yes Yes Mackatee, Mrs. Hattie Farmer Owns Marcott, Mrs. Kate Farmer Rents Mayette, Mrs. Wm. Janitor Sc1),<<(•>'} her Orriipafion Farmer llemileiirti Owns Phone, Keene, R. 1). Yes Kelly, Katie R. Sch«M)l TeacluT Kattier owns Yes Kent, Hattie Farmer Owns Yes Kindt, Miss S. Farmer Katlier owns Yes : ! Leatherman, Mrs. X. Farmer Rents Yes Littell, Mrs. Minnie Restanrant Owns Yes Long, Thos. 1.. F'armer Owns Yes Long, Luey Farmer Owns Yes $1.5,000 Jiouix, Cecil Ajrt.rorSt;in DEC 81994 / 25